Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus

Is B2B marketing serving customers… or dashboards?In this episode, Michelle J Raymond is joined by Moni Oloyede to question what’s really driving modern B2B strategy. From MQL obsession to attribution models and misunderstood buyer behaviour, this conversation challenges the metrics-first mindset many teams feel pressured to follow.If you’ve ever felt like you’re busy but not aligned — this episode will resonate.Michelle and Moni unpack where marketing may have drifted, why attribution isn’t the safety net we think it is, and how returning to customer understanding changes everything — including your LinkedIn strategy.This is not about creating more content. It’s about creating better direction.Key moments in this episode - 00:00 – Why marketing may have drifted away from customers02:10 – Stakeholder pressure vs customer focus04:30 – The real power of niching (and why teams avoid it)09:05 – How MQL obsession shrinks marketing’s role15:40 – Why marketing attribution doesn’t tell the full story18:30 – Offline influence, word of mouth & what dashboards miss24:15 – The most misunderstood B2B buying statistic28:00 – What true customer understanding really looks likeCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260224_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1